Synergi: Immersion Group’s new AI platform turning customer insight into performance

When KhumaloCo partnered with Immersion Group in 2021, the thesis was clear. Customer experience would become one of the most important levers of value creation in modern business, and companies that truly understand their customers would outperform those that do not.

Today, that vision takes an important step forward with the launch of Synergi, Immersion Group’s new AI platform for customer intelligence. Built on more than a decade of human centred design expertise, Synergi helps organisations transform raw customer feedback into decisions that drive growth, retention and innovation.

From design consultancy to AI customer intelligence

Immersion Group is already known within the KhumaloCo portfolio as a team of experienced design experts who uncover human insight to help brands deliver memorable experiences, stronger engagement and better customer retention, through experience led systems and processes across digital and physical channels.

The company has built this reputation working with leading South African enterprises, including financial services leaders such as Old Mutual, Absa and Standard Bank.

Synergi is the next chapter in that journey. Positioned under Immersion X, Immersion Group’s product and platform arm, Synergi is the first Software as a Service solution to scale the firm’s intellectual property and experience methods into a cloud based product.

On its own site, Synergi describes its purpose simply: transforming customer centricity from philosophy to performance. 

What Synergi does

Modern organisations collect huge amounts of feedback in many different places. Reviews on public platforms, call centre recordings, chat transcripts, social media comments and internal survey results all contain valuable signals about what customers need and how they feel.

Synergi brings these signals together and applies AI to turn unstructured feedback into structured insight.

Key capabilities include:

• Unified feedback capture: Synergi ingests feedback from multiple channels, including reviews, calls, chats and other customer touch points, into a single view of the customer voice.

• AI analyzers focused on real business questions: The platform includes dedicated analyzers such as a sentiment analyzer to understand emotion at scale, a churn analyzer to predict and prevent customer loss, a journey analyzer to map and improve each touch point, and a customer archetype analyzer that surfaces segments, needs and churn risk.

• Strategic and executive intelligence: A strategic intelligence analyzer distils complex feedback into clear priorities, risks and opportunities for leadership teams, making customer data directly useful in boardroom decision making.

• Visual dashboards and reporting: Interactive dashboards and advanced charting allow teams to explore trends, drill into issues and share insights through executive friendly visualisations that can be exported into familiar formats.

The result is a platform that moves organisations from reading comments after the fact to working with live intelligence on what customers are feeling, saying and likely to do next. Synergi’s own thought leadership describes this shift as moving from feedback to foresight, where AI powered analysis helps businesses anticipate future behaviours and needs, not just understand the past.

Measurable value, not just interesting insight

Synergi is positioned very deliberately around measurable business outcomes. The platform’s value drivers include:

• Active retention – using AI to surface pain points and churn risk, enabling teams to intervene earlier and improve customer lifetime value.

• Cost savings – reducing spend on traditional research, surveys and external consulting by using existing customer data more effectively.

• Faster time to insight – accelerating the journey from data to decision, with Synergi citing significantly faster time to actionable insight than manual analysis.

• Competitive edge – informing product roadmaps, identifying market trends and shortening innovation cycles through customer intelligence.

Immersion Group’s own material emphasises that Synergi is supported by a proof of value framework that combines data models, real project experience, large language models and AI, in order to demonstrate tangible returns before full scale implementation.

For KhumaloCo, that focus on proof and return is important. As an investor in technology, media and financial services, KhumaloCo has consistently backed companies that can demonstrate clear performance gains for clients, rather than technology for its own sake.

Why Synergi matters for the KhumaloCo portfolio

KhumaloCo’s portfolio brings together companies that operate at the intersection of technology, media, marketing and customer experience, including Brave Group, Ince, I AM AN ENTREPRENEUR and Immersion Group.

Synergi sits naturally inside this ecosystem for several reasons:

1. It deepens Immersion Group’s role as an experience innovation partner: Immersion Group already helps organisations design and engineer experience led systems that improve customer and staff journeys. Synergi extends that capability into a product that can live inside client organisations, giving teams continuous access to insight rather than project based snapshots.

2. It aligns with the experience economy: Across industries, executives now recognise that customer experience is not a soft topic but a core driver of growth and resilience. Immersion Group’s own commentary notes that companies use customer centred approaches to stay competitive in a world of constant digital disruption. Synergi turns that philosophy into an everyday tool.

3. It is built in South Africa for a global market: With a head office in Johannesburg and a leadership team that includes KhumaloCo founder Andile Khumalo as chairman of the board, Immersion Group is an example of South African expertise scaling globally in the field of experience design and experience engineering. Synergi gives that expertise a product form that can reach beyond individual projects and geographies.

Looking ahead

When KhumaloCo first partnered with Immersion Group, Andile Khumalo spoke about the importance of seamless and positive customer experience as a critical driver of brand success and growth.

Synergi represents a natural evolution of that belief. It is a platform that does more than listen to customers. It helps organisations act on what they hear, faster and with greater confidence.

For KhumaloCo, this launch reinforces the conviction that African founded experience and design businesses can build products that stand alongside the best in the world, while remaining deeply grounded in real customer needs.

As businesses across sectors search for new ways to unlock growth, manage the cost of innovation and keep their organisations alive in a rapidly changing market, Synergi offers a practical answer:

Use the voice of your customers as the engine of strategy, not just a report at the end of the quarter. Visit: https://getsynergi.ai/